1. REGULATION OF MARKETING
Sampo Mielityinen & Satu Pitkänen

2. B2C-MARKETING: OVERVIEW
Consumer Protection Act, chapter 2: prohibitions of inappropriate marketing and unfair marketing & sanctions
Detailed rules in decrees, e.g.
Indication of prices
Examples of prohibited marketing practices
Specific acts: e.g. package travels, real estate agencies
Consumer protection authorities supervise and implement the legislation
The Consumer Ombudsman's guidelines: information and practical advice about the application of the law (e.g. marketing in blogs)
Business Processes / Law

3. Business Processes / Law
B2B-MARKETING: OVERVIEW
Consumer protection statutes not applicable
Unfair Business Practices Act
Good business practices may not be violated
Prohibition of false, misleading or otherwise inappropriate expressions
Standards of comparative marketing
Injunction and correction (Market Court)
Freedom to negotiate an agreeable solution
Business Processes / Law

4. Coko by Biltema - Lego Confusion about the producer? 24.5.2019
Business Processes / Law

5. Stella konditoria – Stockmann
Sans Rival cake made by Stockmann
Original Ellen Svinhufvud cake by Stella konditoria
Confusion about the producer?
Business Processes / Law

6. SUPERVISION AND IMPLEMENTATION (B2C)
Consumer Ombudsman & Regional State Administrative Agencies
Information from the consumers, the competitors etc.
(possibly) CONSULTATION
INJUNCTION + CORRECTION
Market Court (CO, AVI)
Business Processes / Law

7. REGULATION OF MARKETING: MAIN PRINCIPLES
Prohibition of inappropriate or unfair conduct
Marketing must clearly show
its commercial purpose and
on whose behalf marketing is implemented
False or misleading information shall not be conveyed
Marketing should always convey information necessary in respect of the health or economic security of consumers
Business Processes / Law

8. INAPPROPRIATE MARKETING: conflict with common values
VIOLATION OF HUMAN DIGNITY
INSULTING POLITICAL / RELIGIOUS CONVICTIONS
DISCRIMINATION
POSITIVE IMAGE OF DANGEROUS ACTIVITIES
SPECIAL PROTECTION OF CHILDREN
Business Processes / Law

9. Business Processes / Law
Unfair marketing
A practice contrary to generally accepted, appropriate practices in business or trade which
clearly impairs the consumer's ability to make an informed purchasing decision and causes him/her to make a decision that he/she would not otherwise have made
Criteria for assessment: well-informed and careful average consumer, paying reasonable attention to information
Special protection for children and the disabled
Business Processes / Law

10. EXAMPLES OF UNFAIR MARKETING
Marketing not recognizable
Confusion about the producer
False / misleading information
Failure to provide essential information
Aggressive marketing
Delivery without order
Extra fees without explicit consent
False price reduction claims
Business Processes / Law